SUSTAINABILITY FRIENDLY EUROPEAN DAIRY PROGRAM

The declining trend in recent years in terms of dairy consumption in general, the limited knowledge of the RDA and more specifically the efforts that the sector is doing in terms of social, environmental and economic sustainability, make it necessary to dignify and revalue the sector''s sThe decreasing trend in recent years in terms of dairy consumption in general, the scarce knowledge of the CDR and more specifically the efforts that the sector makes in terms of sustainability make it necessary to dignify and revalue the activity of the sector fighting against hoaxes and fake news; For this reason, Interprofesional Láctea InLac proposes the realization of a simple program aimed at consumers and stakeholders in the domestic market (Spain and Belgium).

In order to increase the degree of knowledge of the motivational drivers of consumption (including those related to sustainability), as well as to improve the online reputation of European dairy products, the program will try to stop the decreasing trend in dairy consumption and increase its consumption by 0.5% in Spain and 0.15% in Belgium. An objective adjusted to the situation of both markets and with the possibility of being achieved. Our “Sustainability Friendly EU Dairy Program” shows the sector''s commitment to sustainability and responsible consumption. MAKE YOUR WAY OF LIVING AND EATING COUNT, because the consumption of each counts, because when you consume 3 dairy products a day you support a committed sector.

That is why we propose a series of actions aimed at our final consumer (+12 million consumers between the two countries) as well as stakeholders (+40 thousand) that will allow us to communicate our campaign messages through different activities, with special focus on digital advertising, special branded content actions, outdoor campaign, discussion forums and special actions with bicycles with product distribution. These actions will allow us to achieve more than 326 million impacts with an ROI of 12.54.